Couples Sleeping Apart--Separate Master
Bedrooms and the Impact on the
Real Estate and Related Markets
John E. Crawford , [email protected]
Abstract – Sleeping is a fundamental individual human need. However, most
adults fulfill this need by sleeping with a partner, a behavior particularly true for
married couples. A trend of couples choosing to sleep apart has emerged in recent
years. For reasons practical and personally beneficial or preferred, a growing
number couples are choosing to have a home with two master bedrooms--one for
him and one for her, each furnished according to the needs and tastes of the
partners. Thus, some homes are being built with two master bedrooms, others
are being modified to have two master bedrooms, and new empty nesters are
converting space once occupied by children into separate sleeping quarters for one
of the partners. In addition to the impact on the building industry, other firms
such as manufacturers and sellers of furniture, bedding, electronics, and other
firms are impacted by the phenomenon.
Keywords - sleeping apart, culture, consumer behavior, marketing strategy
Relevance to Marketing Educators - This short case is relevant for educators
desiring to involve students in a discussion of a current trend that impacts
manufacturers and sellers of several categories of products. It is not a case
designed to take students to a defined solution or correct answer. Instead, the
purpose is to provide students the opportunity to consider how an emerging trend
impacts the marketing of the relevant products, to gather additional information
on the topic and the parties involved and to consider how to best sell products to
couples and individuals who have or are about to adopt the consumer behavior
discussed in the case.
Introduction
Society has commonly held the belief that happily married couples will sleep in
the same room and that sleeping in separate beds or rooms is behavior reserved
for couples who are having marital problems. While marital difficulties do lead
couples to make this choice, it is not the only reason that couples choose to sleep
apart.
An increasing number of happily married couples in the United States are
changing the traditional sleeping arrangements common to a husband and wife
by choosing to have separate bedrooms for sleeping instead of sharing a bedroom.
While this seems to be a new phenomenon, couples sleeping apart is actually not
such a new choice.
History of Separate Sleeping Customs
Couples sleeping in one martial bed is a re-emerging socio-cultural behavior that
is as ancient as the Roman Empire (Henderson, 2009). In fact, couples during the
Roman times had a separate martial bedroom and bed which was not used for
sleeping together, but for sex only. The sleeping apart tendency lasted through
the Victorian times. The Industrial Revolution brought an end to the trend and
most couples started sleeping together in a bed beginning in the late 1880’s,
primarily due to necessity created by cramped living conditions. The current sociocultural phenomenon of couples not sleeping together is a re-emerging trend that
has been brought about by the wealth and available space of modern times
(Henderson, 2009). For example, The New York Times reports that Angelina Jolie,
Brad Pitt, and Kevin Jonas sleep apart from their significant others (Feiler, 2010).
Cross-Cultural Data Regarding Separate Sleeping Arrangements
Sleep is a universal human need. However, it is a need that, in its fulfillment, is
impacted by many factors. Culture is one of these factors and a question to be
answered is whether or not sleeping together or apart varies significantly among
cultures. A summary of the results of an international survey of sleeping
behaviors that was conducted by the National Sleep are reported in Table 1.
Table 1--Sleep Partners for People Who are Married, Partnered, or Living with Someone
United
Country and Country
USA
Canada
Mexico
Germany
Japan
(F)
(G)
Kingdom
Code Letter
(B)
(C)
(D)
(E)
n=
185
218
170
176
153
147
Significant Other
82% G
85% G
79% G
89% D,G
87%
63%
28%
Alone
12%
6%
12%
9%
8%
B,C,D,E,F
23%
With a Pet
12% D
3%
11%D
11%
8% D
C,D,E,F,G
32%
With Children
9%
15%
14%
12%
11%
B,C,D,E,F
Don’t
-
1%
1%
-
2%
-
Know/Refused
Source: 2013 National Sleep Foundation International Bedroom Poll
Letters next to numbers indicate significant differences at the 95% confidence level.
Columns sum to >100% since multiple responses were accepted except for “Alone.”
As can be seen in the percentages reported in Table 1, the sleeping apart
phenomenon is not confined to the United States. While most people in all the
countries listed have a sleeping together partner, Japan leads all nations reported
with a 28% sleeping alone rate for those who are married, partnered, or are living
with someone, a difference that is significantly higher than the percentages
reported for the other countries.
In light of this, proactive companies around the world should be developing
new products and determining the best ways to promote products to this market
segment. Included among these companies are home contractors, interior
decorators, and bedding and bedroom related product firms. In order to most
effectively do this, it is helpful to understand the motivations that led some
couples to sleep apart.
Factors Driving the Trend
Several major factors are most commonly associated reasons for the sleeping apart
trend. The factor driving the greatest number of couples to sleep in different
bedrooms is linked to a variety of sleep related problems. For example, aging
couples may develop different patterns of sleep. According to the National Sleep
Foundation’s 2005 poll, two-thirds of partnered adults say their partners snore
and six out of ten people say they snore (Putanendtosnoring.com, 2005). These
statistics proportionately increase with the increased average age of married
couples. Thirteen-percent of both men and women between the ages of thirty to
sixty have varying levels of sleep apnea. People that have trouble sleeping tend to
move around, kick, and become restless during sleep and, thus, create a problem
for the person sharing the bed.
Another major factor leading couples to sleep apart is health problems,
particularly aging couples who more commonly encounter health problems. For
instance, in the case of couples where a partner may be compromised by a
debilitating disease, such as Alzheimer’s disease, it may become necessary to sleep
in separate beds in order to better fulfill each person’s sleep needs.
Relationship problems also contribute to sleeping apart. In an article entitled
“Sleepless in America (2008),” it is stated that one of the most common reasons for
sleeping apart is emotional distance created by conflicts in the relationship.
However, even couples with a healthy relationship are considering or choosing to
sleep apart and are exploring the option of separate bedrooms because of the free
space made available by their children leaving the house.
Individualism is a socio-cultural characteristic that directly influences the reemerging sleeping apart phenomena. The United States is an individualistic
culture: freedom, autonomy, and personal space are values held in high esteem by
society. As a result, some couples are also sleeping apart due to the culturally
conditioned need for emotional and physical space. The hectic, fast paced, stress
filled lifestyles of the typical American adds to one’s longing to “just breathe,” a
need many couples satisfy by sleeping apart. According to a professor from Yale
University, “in today's world, more than in the past, people are accepting of the
need for personal space and sleeping apart, at least from time to time, and may be
a part of the re-emerging trend (Cline, 2008).”
According to Stephanie Coontz, “some (couples) may be sleeping apart
because of a need for emotional or physical space or because of emotional distance
created by the breakdown of a relationship. Separate bedrooms may also reflect
the modern practice of forming permanent bonds later in life. Each party brings
an extensive set of lifelong habits to the union. Some watch late-night TV, some
get up early to go to the gym, while others want to keep texting well past their
partner’s bedtime.” While some couples chose to sleep apart due to socio-culturally
conditioned values of individualism, others do so to cope with breakdowns and
problems resulting from the relationship (Henderson, 2009).”
As is so often the case with consuming decisions, the economy has an impact
on the sleeping arrangements of couples. The National Association of Home
Builders predicted that 60 percent of custom homes would have dual master
bedrooms by 2015 (Luna, 2010). This mark was not reached due to economic
circumstances. The Minneapolis Star Tribune reported in 2015 that the recession
slowed the trend down, but also that the trend once again is ticking up
(Rosenblum, 2015).
Conclusion
This case deals with a fundamental human need, the need for sleep, and the
different ways that people with partners choose to satisfy that need. It has been
shown that a notable percentage of people with a partner choose to sleep alone,
but that there is some variation among several major cultures of the world
regarding the decision to sleep with a partner or to sleep apart. For marketers of
homes, furniture, and other products that are used to furnish bedrooms, the
sleeping apart segment needs to be better understood. Even more important than
the “what” information that is reported in this case is an understanding of the
“why” issues related to sleeping decisions and how the greater understanding can
help marketers make decisions regarding the sleeping apart segment. The
following discussion questions will help you further explore the behavior and how
managerial decision making can be impacted.
Discussion Questions
Discussion Question 1 -- Identify one major market firms should target in order to
meet the needs and demands of those who choose to sleep apart. Why this is an
attractive market for firms to pursue?
Discussion Question 2 -- Women today are a very different buying segment than
in the past. In addition men and woman have different needs and preferences.
What are these differences? State what they mean for marketers selling their
products to couples who have chosen to sleep apart.
Discussion Question 3 -- Some couples would like to be able to sleep together, but
some condition, such as snoring, prevents that. What is currently offered, and
what might be offered as help for couples that still wish to sleep together?
Discussion Question 4 -- Examine Table 1. The letters next to the percentages in
the table indicate where a significant difference was found between the
percentages of the country listed at the topic of the column and the nation(s) for
which a letter is present. For example, in the USA column it is indicated that
there is a significant difference between the USA and Germany in regard to
sleeping with one’s significant other. In other words, there is probably some
reason(s) why fewer USA respondents reported that they sleep with their
significant other than was reported by German respondents. Pick two places
where significant differences are noted. Why are there significant differences
between these nations in regard to sleep habits? Develop hypotheses regarding
the differences and then research online sources to see if you can find support for
your hypotheses or to indicate your hypotheses are wrong.
Works Cited
Cline, John Ph.D. (October 27th, 2008). Sleepless in America. In Psychology
Today. Retrieved November 18th, 2010, from
http://www.psychologytoday.com/blog/sleepless-in-america/200810/sleepingalone.
Feiler, Bruce (July 23, 2010). The New York Times.
http://www.nytimes.com/2010/07/25/fashion/25FamilyMatters.html?pagewanted
=2&_r=4&sq=sleeping%20apart&st=cse&scp=1
Henderson, J. (September 14th, 2009). Couples who prefer to sleep alone: Your
room or mine?. In The Health Culture. Retrieved November 18th, 2010, from
http://www.thehealthculture.com/2009/09/couples-who-prefer-sleep-alone-yourroom-or-mine/
Kay Luna. http://qctimes.com/news/local/article_f39b6e1a-c389-11df-b844001cc4c002e0.html, “The Marital Bed May Be on the Way Out”. September 2010.
Gail Rosenblum. April 13, 2015. Suite idea: Dual master bedrooms. Retrieved
from http://www.startribune.com/suite-idea-dual-master-bedrooms/299360941/
National Sleep Foundation 2013 International Bedroom Poll,
https://sleepfoundation.org/sleep-polls-data/other-polls/2013-internationalbedroom-poll
“Snoring Statistics.” Put an End to Snoring. Web. 15 Nov. 2010. <
http://www.putanendtosnoring.com/stats.htm>.
Discussion Questions--Suggestions and Thoughts for Instructors
One of the most significant changes the sleeping apart trend involves the real
estate and housing markets. Thus, home builders and real estate agents will be
expected to provide a variety of home styles tailored to the needs of the living
and sleeping arrangement of couple desiring separate sleeping accommodations.
In addition to the increased demand for two master bedrooms in new home
construction, there will also be an increased demand for modifying existing
homes to support a dual master bedroom layout.
Having a separate bedroom is only part of actualizing a sleeping apart
arrangement. Once the rooms are created, they must be furnished. The
bedroom furniture and mattress industries will experience growth that stems
from these dual master bedroom homes. Similarly, companies that produce
bedding materials, such as sheets and pillows, are likely to have some sales
increase. The sales of electronics may increase as each partner furnishes their
room with a television and other video, sound, and game systems.
Discussion Question 1
Identify one major market firms should target in order to meet the needs and
demands of those who choose to sleep apart. Why this is an attractive market
for firms to pursue?
One potentially lucrative market is the “Baby Boom” generation. This group is
rapidly expanding the empty nest stage of the family life and is being left with
larger homes with rooms that are now empty because their children are longer
living with them. Combined with the increased amount of discretionary income
that frequently accompanies the empty nest stage of the family life cycle, many
members of this segment have the money to spend on a second bedroom. The
Baby Boomer generation in America is one of the largest age segments in the
United States, with over 77 million people born between the years of 1946 and
1964 comprising this group. As the members of this group are rapidly adding to
the senior age segment, a segment in which a number of sleep problems are to be
found, not only do they have the means to provide comfort for themselves, they
are willing to open their pocketbooks in order to fulfill their dreams. From a
marketer’s point of view, they are an attractive segment that could significantly
contribute to the success of the firms who tap into this segment.
Note to instructor--this is a good opportunity to have students explore online
resources and to find advice about how to sell products to Baby Boomers.
Discussion Question 2
Women today are a very different buying segment than in the past. In addition
men and woman have different needs and preferences. What are these
differences? State what they mean for marketers selling their products to
couples who have chosen to sleep apart.
In the days when the traditional family was dominant, men would work and
women would stay home with the kids. The man’s role was to bring in the
income, and the wife’s role was to take care of the family. For men, it was
understood that work came first. For women, family came first. Now, women
are as large a part in the workforce as men and play a much larger role in
purchases for themselves and for their families.
Note to instructor--this is a good opportunity to assign students the task of
researching how trends in the employment of women have changed, the amount
of income that women earn and what percentage those earnings are of a typical
family’s income. In addition, students can be tasked with determining how the
education levels for women have changed across the various degree levels and
how women’s roles have increased as company leaders and business owners.
Regarding the sleeping apart phenomenon, when both the husband and wife
work, the schedules of the spouses may differ. One may have to wake up
significantly earlier than the other. One may go to work in the morning while
the other goes to work in the afternoon. This difference in work schedules can
cause conflict in couples’ sleeping schedules. This opens the door of opportunity
for those selling new homes and for those who modify existing homes. In both
cases, these marketers may find the two-worker family to be a prime market for
a home with two master bedrooms.
For those families that choose this arrangement, two bedrooms and bathrooms
now must be furnished rather than one. In most cases, the furniture and other
items will be selected according to a man’s tastes and preferences for one
bedroom and for a woman’s tastes and needs in the other.
Note to Instructor--consider dividing your students into “married” couples and
have them discuss what they would want in their respective bedrooms. Then
have the class share to discover the common and uncommon items that are
listed.
Discussion Question 3
Some couples would like to be able to sleep together, but some condition, such as
snoring, prevents that. What is currently offered, and might be offered as help
for couples that still wish to sleep together?
Some couples may feel they have to sleep apart due to health and age related
issues, but they do not want to sleep apart. The decision is being driven by
necessity rather than personal choice. This, too, represents an opportunity for
firms to position products or services as solutions for couples who have this
dilemma. For example, the manufacturer of the Sleep Number © bed gives
couples the ability to adjust their individual comfort settings to allow couples to
sleep together and each be comfortable.
For couples having sleeping issues such as snoring and restlessness, nasal strips
and ear plugs are available for those who have snoring problem. Specialized beds
that are similar to hospital beds are helpful for those who have back problems or
suffer from restless sleep.
Discussion Question 4
Examine Table 1. The letters next to the percentages in the table indicate where
a significant difference was found between the percentages of the country listed
at the topic of the column and the nation(s) for which a letter is present. For
example, in the USA column it is indicated that there is a significant difference
between the USA and Germany in regard to sleeping with one’s significant other.
In other words, there is probably some reason(s) why fewer USA respondents
reported that they sleep with their significant other than was reported by German
respondents. Pick two places where significant differences are noted. Why are
there significant differences between these nations in regard to sleep habits?
Develop hypotheses regarding the differences and then research online sources to
see if you can find support for your hypotheses or to indicate your hypotheses are
wrong.
This question allows students to consider the meaning of research results in terms
of the clues the results provide about consuming behaviors, but clues that still
need to be explored. Encourage the students to ask “why” rather than just
consider “what” was reported. Tell them the task now if find the managerial
implications of the data, that is, what it potentially offers managers when
hypotheses are developed and explored and a greater understanding of consumers
can then be used to explore strategic marketing decision making.
Couples Sleeping Apart--Separate Master
Bedrooms and the Impact on the
Real Estate and Related Markets
John E. Crawford, Ph.D
Lipscomb University
College of Business
Department of Management, Entrepreneurship, and Marketing
One University Park Drive
Nashville, TN 37204-3951
615 966-5731
[email protected]
Special Sessions / Case Studies Track